Abstract
With the proliferation of social networking sites, online brand communities (OBC) have played a significant role in both brand perception and marketing. Contemporary enterprises are devoted to building, promoting and managing OBC, eager to cultivate loyal end customers. Although social network has been claimed as a critical factor in brand management, few studies investigated OBC from a network perspective. In addition, this study attempts to figure out the operational difference under the S-D logic enterprise and the G-D logic enterprise. This study compares and contrasts the interaction patterns of OBC with an emphasis on interaction structures and types between two distinct Taiwanese scooter brands GOGORO (S-D logic oriented enterprise) and KYMCO (G-D logic oriented enterprise). These two brands were chosen because of the uniqueness, feasibility and nature of the study. Combined with social network analysis and content analysis, this exploratory study collects observational data from the Facebook social networking site. By triangulating findings from different methods, the expected results reveal practical implications, which shed light on OBC management.